Madami always takes the 'Lifecycle Approach'
Madami uses 'Women-Centered Design' (WCD)
WCD is a novel approach we developed that integrates a gender lens across the innovation process. Understanding the real challenges and pain points across the lifecycle impacts how women* will use and engage with a product or a brand.
*We use the term women to refer to the socially constructed experiences of being seen and moving through the world as a ‘woman’.
We use female health to refer to the biological and health needs which may occur when born with what is still commonly referred to as the female reproductive system. We recognise the limitations of these terms and aim to include the experiences and needs of transgender, intersex and non-binary individuals whose gender identity may not align with the sex they were assigned at birth.